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02 December 2009

StarHub and Xinya Media announce strategic partnership to bring new Chinese content and productions to local market

Singapore, 2 December 2009 – StarHub and Xinya Media today
announced a strategic partnership to bring in new Chinese content
and productions to the local market.

StarHub’s digital TV platform offers the
capacity to introduce more new content that were never before seen
in Singapore. On the supply side, China is an emerging content
provider which offers programmes that cater to first-generation
Chinese immigrants as well as local Singaporeans in the areas of
general entertainment, children’s education, travel, lifestyle and
elderly’s programming.

Given that Chinese content export is still in
its infancy stage, StarHub’s partnership with Xinya Media will tap
on the latter’s connection and expertise to undertake the task of
selecting, aggregating and packaging content from China that is
suitable for the local audience.

These new branded channels exported from Greater
China will be internationalised through original content production
& packaging based out of Singapore, tapping on regional talent
and expertise brought in by Xinya, focused on genres such as music
shows, performances from top Mandarin artistes and teen idol dramas.

Mr Yeo Chun Cheng, Director Broadcast and Music
of MDA, said: “This partnership represents the continuous
development of Xinya media over the last year. This partnership with
StarHub is a further step in the continuous development of Xinya.
StarHub is a key player in Singapore and Asia and I am confident
that such a partnership will bring about the continuous growth of
Xinya Media.”

Mr Tan Tong Hai, Chief Operating Officer of
StarHub Ltd said: "There is a growing interest for content from
the Greater China in recent years. Being the leading Chinese
entertainment provider in Singapore, we are delighted to collaborate
with Xinya Media to bring in new Chinese content of various genres
and repackage them to suit local viewers. Additionally, we also
look forward to work with Xinya Media on co-productions with an
emphasis to infuse local elements which will allow us to further
engage and interact with our local audience.”

Mr Wee Ah Kee, Chairman of Xinya Media Pte Ltd,
expressed great enthusiasm to be part of this initiative and to be
able to contribute to the local media scene. “While China’s rapidly
expanding market has created a lot of innovative content for
domestic audience, most of them have never been properly packaged
for overseas audience. Singapore is an important reference market to
create new branded pan-Asian channels that could then be exported to
internationally. “

China’s media industry has been growing
exponentially in recent years and the potential for exporting
Chinese content is tremendous. China’s TV dramas output has
experienced 10 percent compound growth over five years to reach 15
000 hours; movies output has quadrupled to 400 per year over five
years and animation has multiplied almost ten-fold over five years
to over 100 000 minutes per year.